Table of defining strategies and factors

Summary of takeaways from Design is How it Works

COMPANY Niche community Pain points Employees = customers = culture Service/experience design Innovation model
1. Porsche Porsche/car enthusiasts Yes Design driven
2. Nike Professional athletes spreading outward to amateurs Yes  Yes
3. LEGO Recently tapped into adult LEGO enthusiasts –> to architecture series  Founding story Formalized innovation model
4. OXO Founding story and innovation strategy Yes Design driven/universal design
5. REI Outdoors  Founding story Yes
6. Clif Bar Athletes   Founding story Yes
7. Ace Hotels   Founding story  Yes
8. Virgin Air  Founding story  Yes

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